Policies

Ubongo

Context and Issue

Many African children faced significant challenges in accessing quality education, characterized by a lack of engaging, localized content, limited educational resources, low literacy rates, and insufficient early childhood education opportunities.

Solution

In response to these challenges, Ubongo, Africa's leading edutainment company, was started in 2013. Ubongo leverages accessible technologies to create educational media that is both engaging and impactful, beginning with thorough human-centered research and focus groups with children and caregivers to understand their needs and preferences. The content is co-created, localized, and engaging, including videos, music, audio dramas, and print materials, and is distributed across TV, radio, mobile, and digital platforms, reaching 32 million households in 41 countries. The program's effectiveness is rigorously evaluated through various methods, including randomized control trials, longitudinal studies, and user feedback, with an average net promoter score of 80/100 indicating high user satisfaction. Ubongo adapts content to local languages, ensuring higher learning outcomes and better engagement, and engages directly with communities through events like the Building Brains Tour. Key elements of Ubongo's approach include human-centered research, content co-creation, wide distribution, continuous impact evaluation, and strong partnerships with broadcasters, community organizations, educators, and development partners, effectively addressing educational challenges and promoting significant improvements in learning outcomes for children across Africa.

Impact

Ubongo's impact has been substantial, significantly improving learning outcomes and promoting social and behavioral change across Africa. Reaching 42.9 million families weekly through TV, radio, digital platforms, and Ubongo Toolkits, the program has made educational content accessible to a vast audience, including 3.45 million off-grid and underserved learners. Ubongo's early childhood program, "Akili and Me," has led to a 13% improvement in early cognitive skills, including literacy and numeracy. The program enjoys an average net promoter score of 80/100 in key markets like Tanzania, Kenya, and Nigeria, indicating high user satisfaction. Moreover, 98% of caregivers report significant improvements in their quality of life due to Ubongo's content. With an average inclusivity ratio of 0.75, Ubongo effectively reaches less well-off users. The content is available in 13 languages, ensuring higher learning outcomes and better engagement. Remarkably cost-effective, Ubongo reaches one child per year at an average cost of only $0.10 through TV and radio. Through continuous impact evaluation and strong partnerships, Ubongo effectively addresses educational challenges, ensuring millions of African children receive high-quality education.

Analysis

While Ubongo has significantly improved educational outcomes, barriers such as limited access to technology and electricity in rural areas remain. Although the program reaches millions through TV, radio, and digital platforms, regions without reliable electricity or internet connectivity may struggle to benefit fully. Additionally, despite localizing content into 13 languages, there may still be language and cultural barriers in areas with diverse linguistic backgrounds not yet covered. The sustainability of funding and partner support is also crucial for maintaining and expanding the program. However, Ubongo's demonstrated success in reaching 42.9 million families weekly across 41 countries, its adaptability to various contexts through accessible technologies, cost-effectiveness at $0.10 per child per year, and strong partnerships indicate a high potential for scalability, provided these barriers are addressed.